The insights and lessons we’ve learned from DMEXCO 2018


For over 10 years, every September, businesses, professionals and enthusiasts in the world of digital marketing arrive to Cologne, Germany to exhibit and network at DMEXCO. The venue is packed with hundreds of booths and pavilions in huge Koelnmesse halls where thousands of people meet up and speak about business opportunities and bleeding edge innovations.

2018 has become another good year for DMEXCO. Here some facts and numbers: 2 days for networking, inspiration and business deals, over 1,000 exhibitors from 40 countries, 550 world class speakers on 10 stages, 250 hours spending at the conference, fantastic official and unofficial after-parties.

Programmatic media buys, VR & AR, social platforms, marketing automation, ad tracking, web & app analytics, affiliate marketing, fraud detection tools, software development, robots, bots are the key topics that have been brought around 41,000 visitors together to the venue to get inspired, share insights and talk business.

The slogan of DMEXCO 2018 was “Take C.A.R.E.”, which means: encouraging attendees to embrace Curiosity, Action, Responsibility, and Experience. By the way, this year the famous artist Albrecht Behmel translated the slogan into four artworks.

Meetings planned ahead

And with all these things spinning around, GOWIDE team enjoyed the conference and had a number of awesome talks with prospects, partners, and customers.

We came to the conference with as many as ~150 business meetings scheduled ahead. We expected to speak with leads and customers as well as reinforce existing relationships with partners. Besides, we wanted to explore news, trends and insights in the industry, so we planned ahead the sessions and tracks to listen to. To note, our DMEXCO schedule was much bigger than the one we created for MBC last May.

Go to booths and live sessions

The first day was very active and filled up with lots of appointments. We’ve met up with partners, discussed our current work and some improvements. Fortunately, most of the meetings have been planned in advance before the conference began, so it doesn't take much time to find and speak with the leads. Ultimately, we had a lot of talks and intros with new partners and customers right at their booths.

On the second day we had enough time to look around, visit all the halls and talk with people at booths. Worth saying that some companies like Adobe, Oath, Smart, Tappx, Spotify, Teads and others organized live sessions right at their booths to attract passing-by people, making another push for inspiration and networking at DMEXCO 2018.

AI and data transparency in digital ads

There is no doubt that Artificial Intelligence (AI) and data transparency will be the next big things in digital advertising for the next few years or even decades.

With reference to the session “The power of interactivity for online campaigns” by Jonathan Lewis and Caroline Hugonenc from Teads, interactive display and video advertising is going to adopt even more precise and personalized targeting thanks to AI algos that will help advertisers optimize ad copies and creatives in a whole smarter way. AI-powered ad platforms will continue selling media programmatically, but the focus will now move towards transparency which will be the key to optimized bidding and programmatic yield.

General impressions

We returned from the conference full of energy and opportunities. At DMEXCO, we met up with marvelous marketing professionals, listened to speakers in ad tech innovations. Plus, we walked around Cologne, one of the most beautiful cities in Europe.

DMEXCO is a true platform for businesses to grow their digital marketing experience and influence through exhibiting, networking and inspiring. Although this year the booths were sometimes not so easy to find, and yet it remains one of the most appealing conferences for digital marketing and innovations in Europe. For sure, DMEXCO’18 was a special event for GOWIDE, just as for many other trade visitors.

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